LECTURE%20650%2001%20-%20SPRING%202010

LECTURE 650 01%2 - M&L 650—Lecture 1 SEE ME AFTER CLASS ABOUT ADDING THIS COURSE TERRY PAUL SPRING 2010 b Terry Paul Wednesday 10:30am

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Unformatted text preview: M&L 650—Lecture 1 SEE ME AFTER CLASS ABOUT ADDING THIS COURSE TERRY PAUL SPRING 2010 b Terry Paul: Wednesday 10:30am - 12:30pm and 3:30pm - 4:30pm FH 532 b Katie Deye: Wednesday 1pm – 3:30pm FH 532 b Christa Esposito: Tuesday/Thursday 8:30am- 10am in FH 011 M&L 650—Lecture 1 b OSU STUDENT MARKETING ORGANIZATIONS b AMERICAN MARKETING ASSOCIATION (AMA) MEETS ON WEDNESDAYS AT 7:30PM IN SB b PI SIGMA EPSILON (PSE) MEETS ON TUESDAYS AT 7:30PM IN SB 220 b EVERYONE IS WELCOME TO JOIN b MARKETING YOURSELF b YOUR RESPONSIBILITIES b HOW CLASS IS CONDUCTED b ASSIGNMENTS AND GRADING b JUST A TASTE OF THE SUBJECT M&L 650—Lecture 1 CLASSROOM COURTESY Students attending class must be considerate of each other to make the learning experience productive and congenial. Here are the ground rules: 1. In general, do not behave in any way that would be a distraction to other students; for example, loud and animated conversations during class are annoying and inappropriate—refrain from them. 2. Cell phones and other electronic media should not be audible in class. 3. If you must enter the room after the lecture has begun or leave before it is over, do so as quietly and as inconspicuously as possible. 4. If another student acts in a manner than is distracting to you, politely ask him/her to stop it. (He/she might not realize the behavior is bothersome.) If it persists, inform the instructor. b STRONGLY RECOMMENDED: s Read the daily assignment both before and after class b GREAT DEVELOPMENTS: s Much better students in business. Much more work experience. Implications for in-class discussion b IF YOU LIKE TO ASK QUESTIONS s Sit near the front of class s Otherwise, please be quiet M&L 650—Lecture 1 b ACADEMIC MISCONDUCT IS A VERY SERIOUS CONCERN b Students suspected of academic misconduct will be immediately referred to the OSU Committee on Academic Misconduct b A CALL FOR YOUR COOPERATION b MAGNIFICENT MARKETING b BETTING ON A SURE THING b DATA MINING—DISCOVERING HIDDEN PREDICTIVE INFORMATION b INVESTING IN CUSTOMER RELATIONSHIPS b 25 MILLION CUSTOMERS, 90 CATEGORIES b “TOTAL REWARDS”—BASIS FOR FREEBIES b PREDICTOR VARIABLES, CONTINUOUSLY UPDATED b AUTHOR AS EXAMPLE b BEST CUSTOMERS: THE 30% WHO SPEND $100-500 A VISIT—80% OF REVENUE, ALMOST 100% OF PROFIT b FORMER HARVARD PROF—TEST, TRACK, REFINE M&L 650—Lecture 1 CHAPTER 1 LEFTOVERS DEFINITIONS EVOLUTION OF ORGANIZATIONAL ORIENTATIONS b MARKET SEGMENTATION b TARGET MARKETING b THE 4 Ps s PRODUCT s PLACE—DISTRIBUTION s PROMOTION s PRICE b SIMPLEST DEFINITION b IDENTIFYING, UNDERSTANDING, AND SATISFYING BUYER DEMANDS THROUGH EXCHANGES b SOMETIMES “SATISFACTION” ISN’T SUFFICIENT M&L 650—Lecture 1 b “SATISFIED” VS. “VERY SATISFIED”—A BIG DIFFERENCE b 3 KINDS OF CUSTOMERS b 80-20 PRINCIPLE—WHERE THE MONEY IS b AMA DEFINITION b AN ORGANIZATIONAL FUNCTION AND A SET OF PROCESSES FOR CREATING, COMMUNICATING, CAPTURING AND DELIVERING VALUE TO CUSTOMERS AND MANAGING CUSTOMER RELATIONSHIPS IN WAYS THAT...
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This note was uploaded on 10/10/2011 for the course BUSINESS 620 taught by Professor Paul during the Spring '11 term at Ohio State.

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LECTURE 650 01%2 - M&L 650—Lecture 1 SEE ME AFTER CLASS ABOUT ADDING THIS COURSE TERRY PAUL SPRING 2010 b Terry Paul Wednesday 10:30am

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